Green Human Resource Management and Brand Citizenship Behavior in the Hotel Industry: Mediation of Organizational Pride and Individual Green Values as a Moderator

In recent years, there has been growing awareness of the need for sustainability in hospitality industry. The hotel industry, particular, identified as a significant contributor to environmental degradation. To address this issue, managers have begun adopt green human resource management (GHRM) practices promote sustainable behavior among employees. This research paper explores relationship between GHRM practices, brand citizenship (BCBs), organizational pride, and individual values study examines how influence BCB through mediation pride moderation values. A survey was conducted with 328 employees from five-star hotels obtained data were analyzed using PLS-SEM. results indicate that positively affect is partially mediated by pride. Furthermore, found moderate BCB, indicating stronger are more likely exhibit BCB. These findings contribute literature on offer insights enhance their efforts effective practices.